Since 2022, we've helped QuickBooks understand its customers and turn more website visitors into sign-ups. One project became many, and we're now a go-to partner for their international marketing team.
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Intuit QuickBooks is a leading and well-loved accountancy platform. Since early 2022, we've partnered with their marketing team to help understand their audiences and increase the conversion of their website.
For QuickBooks, this is a nuanced task, because the website has very different people to talk to. Sole traders with low financial literacy, medium-sized businesses with complex financial requirements and accountants managing the software on their clients' behalf. Our job has been to understand their needs and design the web experience to match.
We were initially hired by the UK customer success team, asking us to propose a solution to help with high customer churn during the trial period. We ran a research study and designed a tool to make customers more ‘sticky’ through the trial. It went so well that teams in Australia and Canada loved it and adopted it too.
From there we were referred across QuickBooks' marketing teams, from brand to product to audience and have delivered multiple projects per year ever since. We’re now seen as an extension of the international marketing team, and the key web partner for Intuit QuickBooks.
Conversion Rate Optimisation runs through everything we do with QuickBooks. Over time we’ve developed a solid process for improving website performance. From research, discovery and design through to testing and iterating.
User Research
We run qualitative studies, interviewing customers about their needs and behaviours. We also bring in performance data, so we can see how people are using the website today. The data shows us the behaviour. The interviews give us the reasons behind it, and those reasons are what effective CRO design is built on.
Experience Design
We take the insights learnt in research and come up with creative solutions to bring them to life on web. From UX wireframes to fully interactive UI prototypes. We design for Intuit in components, keeping everything consistent across all their global marketing websites, making updates way more efficient.
Motion & Content Design
Collaborating with copywriters and product managers, we design, write and animate content across the website. We design ‘product expressions’ for individual features. Single graphics that make it very easy to understand a feature. We also animate these for QuickBooks, bringing them to life on web.
Web Development
Our development team frequently collaborates with the QuickBooks tech team, building tools and website features.
The Intuit marketing teams need to move quickly. More recently we've been helping them with tools and workflows to automate their marketing process. From page builders trained on existing components, product information and tone of voice, to skills that check and flag common legal and geo-specific page issues.
It’s an exciting phase for us, looking at their current process, then designing and building tools that save their team time, letting them focus on the work that matters.
A microsite for real customers tell give video reviews, using a mobile site we built for recording video reviews of different features. Around 16 customers each recorded 4 or 5 videos, and we put them on a microsite, including the less glowing ones, because real transparency was the whole point.
Intuit re-branded in September 2026 and we were tasked with the web rollout to 20 market websites. Everything excluding the US and Canada. We developed a templated approach, auditing the existing pages and prioritising based on traffic and conversion.
We designed and built QuickBooks a hub for promoting new and upcoming features. With content powered via Airtable, the marketing team can make updates without requiring development.
We designed and built QuickBooks a hub for promoting new and upcoming features. With content powered via Airtable, the marketing team can make updates without requiring development.
Wanted to send a note to say thanks for all the support and awesome work from you and the team! Cannot tell you how happy I am to have the new onboarding tool live. It’s receiving amazing feedback from colleagues across marketing, sales, CS and product. I’ve even got colleagues in Australia and Canada wanting a piece of it. Simply wouldn’t be possible without Dark Blue’s quality and ease to work with. You guys are a dream partner in my opinion.
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Architectural Grille came to us for a website redesign. We also replaced their print-and-scan quote form and built a 3D tool that shows their grilles in different sizes, materials and finishes.
The New York Yankees wanted to make the fan tour of Yankee Stadium more memorable. We built a game that brings fans closer to their Yankees heroes.
Dialogue Earth's environmental journalism was spread across 4 separate websites. We rebuilt each one, then migrated 9 years of articles in 10 languages into a single home.
